LinkedIn emplea cookies para mejorar la funcionalidad y el rendimiento de nuestro sitio web, así como para ofrecer publicidad relevante. Si continúas navegando por ese sitio web, aceptas el uso de cookies. Consulta nuestras Condiciones de uso y nuestra Política de privacidad para más información.
LinkedIn emplea cookies para mejorar la funcionalidad y el rendimiento de nuestro sitio web, así como para ofrecer publicidad relevante. Si continúas navegando por ese sitio web, aceptas el uso de cookies. Consulta nuestra Política de privacidad y nuestras Condiciones de uso para más información.
What’s left…<br />Operational efficiencies are maximized<br />Companies have been downsized/rightsized multiple times<br />Outsourcing labour is tapped<br />Globalization of markets has been achieved<br />Media clutter is reaching its upper limits<br />Technology has created full access to information, entertainment and peer networks<br />The Customer Experience is What’s Left<br />
“Social” is not media, tools or technology, this is about success in business:<br />Engaged brands drive value +18%<br />Non-engaged brands decrease in value -6%<br />Source: Interbrand 2009 Best Global Brand s report<br />
Don’t be fooled, people want brands in their lives…just on their terms:<br />- 85% of people want companies engaging with their customers in social media<br />- 56% of people feel a stronger connection with those companies they interact with in social media<br />- Twitterers are three times more likely to embrace brands than average population<br />Source: Infogroup/ORC/Edison Research<br />
C-Suite Interest –<br />The CEO's #2 and #3 priorities are customer service and experience; advertising and promotion rank #12 and #14.<br />To quote and repurpose James Carville, social business and social media is about the customer, stupid.<br />Source: Microsoft Roundtable Study<br />
Shifting Conversations – <br />just four years ago, 80% of online engagement happened on the originating website, now 80% happens away from the originating website.<br />Now, to be noticed and talked about, you need to reach “out there” to be relevant.<br />Source: Hubspot , 2007-2010 study<br />
Lack of Focus -<br />Less than half of businesses have articulated a strategy for online customer engagement.<br />78% don't have an employee policy for use of social media.<br />Source: Business.com and Manpower<br />
Knowledge Gap: <br />We lag our customers at understanding the rules and tools of playing this new game.<br />71% of marketers are less/only equally familiar with the use of social media tools than their customers.<br />Source: Commotion Study<br />
People spend 25% of media time online, it gets only 12% of the budget.<br />Online Canadians are spending 18 hours online each week (higher than TV).<br />We’re spending 82% more time on social networks than last year.<br />Source: eMarketer/Ipsos Reid/Nielsen<br />
Current Relevance – <br />The top CMO initiative this year, for the first time, is investing in digital marketing programs.<br />84% expect to spend more in money and resources this year in online customer engagement programs.<br />Source: 2010 CMO Council/Agent Wildfire’s 2010 Buzz Report<br />
XI. Collaboration changes everything<br />Wikibrands<br />
Marketing has had a gift drop in their lap:<br />Marketing/brand management is the lead function in charge of customer engagement/online advocacy programs.<br />66% believe the "marketer" will become much more important within a corporation by leveraging new customer engagement strategies and tactics.<br />67% believe mass customer collaboration will radically change everything we do in marketing and sales.<br />Source: Agent Wildfire’s 2010 Buzz Report<br />
Fans and Evangelists can provide amazing value:<br />Advocacy – engaged customers are 82% more likely to recommend brands than customers<br />Content – 68% of people believe customer-created ads are more customer-friendly/58% believe they are more creative than agency-created ads<br />Support – self service customer and peer-to-peer forums can be 48 times cheaper than contact centres<br />Perception – 89% of people believe engaged brands are truly concerned with what they have to say<br />Source: AMA/Forrester/Communispace<br />